Forming a digital campaign - Ross House, MelbournePresentation Transcript
Formulating a digital campaign Tim Norton Digital Campaigns Co-ordinator Oxfam Australia firstname.lastname@example.org @norton_tim / @OxfamAustralia
Identify your aimsOnline campaigning is rarely stand-aloneIt is a component within a wider campaign.Identify your aim of your overall campaign.How does digital campaigning fit into this?What components of the campaign can/should be run in digital forms?
Online campaigning vs traditionalONLINE TRADITIONAL• Transient/impermanent • Real-life record/presence• Reactive • Reactive and proactive• Multi-media enabled • Selective media based• Hub-based with linkages • Centralised communications• Adapted to fit market • Usually attempts to create own market• Communication based • Community based
A BROKEN GLOBAL FOOD SYSTEM• Climate change• Land grabs• Food price spikes• Support for small-scale farmersThere is enough food on the planet to feed everyone
A BROKEN GLOBAL FOOD SYSTEM• Climate change• Land grabs• Food price spikes• Support for small-scale farmersThere is enough food on the planet to feed everyoneAIMS OF THE PUBLIC CAMPAIGN• Education• Engagement• Empowerment• Change
A BROKEN GLOBAL FOOD SYSTEM• Climate change• Land grabs• Food price spikes• Support for small-scale farmersThere is enough food on the planet to feed everyoneAIMS OF THE PUBLIC CAMPAIGN AIMS OF THE DIGITAL CAMPAIGN• Education • Education• Engagement • Engagement• Empowerment • Empowerment• Change • Change
TOOLS OF THE PUBLIC CAMPAIGN TOOLS OF THE DIGITAL CAMPAIGN• Events • Blogs• Lobbying • Social media• Rallying • Videos• Educative resources • Educative resources• Opportunities for engagement • E-actions• Engaging in conversation • Live video feeds • Engaging in conversation
WHAT DID IT ACHIEVE?• Engaged a section of the population previously unaware of the GROW campaign• Utilised specific design skills that were not available to us• Promoted the brand, name and aim of the campaign• Formed partnership with Redbubble• Empowered people to take part in the workings of the campaign• Provided us with a design
Key points to rememberIdentify your audienceWhere do they interact or get their information? Is an online campaign the best way to get tothem?Be committedBe prepared for things to take time. Be a part of the community you’re attempting toempower/engage with.Be realistic about workloadDo you have the hours to commit to managing the campaign in an ongoing sense? How canyou build your plans accordingly? Scheduling? Sharing workload?Identify your aimWhat is the aim of your overall campaign? How does digital campaigning fit into this?ToolsPick your tools according to your aims and learn them well from the outset.EvaluationCollect statistics and records on everything. Build in report-back mechanisms to yourcampaign.